Abstract [en]

Spectators in sport have an active role and are significant for sports organizations' economy. Previous research shows that it is important for sports organizations to integrate with spectators with additional services that create added value, because the game itself does not ensure recurring spectators. The consequence of reduced number of spectators exposes the sports organizations' economy, as spectators generate a central income for sports organizations, it may also have an indirect effect on other income. The number of spectators for floorball in Sweden and in "SSL Herr" has been low and has decreased with 14 percent under the last two seasons. Therefore, it has been of interest to understand how floorball organizations in "SSL Herr" work to create service value for the spectators. The purpose of this study has been to investigate whether there are factors in floorball organizations in "SSL Herr" game events, in such cases, which have influenced the change in the number of spectators.

To answer the purpose of this study, semi-structured interviews were conducted with respondents from seven different floorball organizations in "SSL Herr". The gathered material has been interpreted using the theoretical frame of reference, where the results show that there are differences and similarities in floorball organizations game events that may have affect the change in the number of spectators. There is correlation between increased number of spectators and restaurant possibilities, which can be a major contributing factor to the change in the number of spectators. This study also shows that creating ambience and service value for spectators in large arenas can be problematic if the number of spectators is low. Finally, the study shows that it may be problematic for floorball organizations to schedule game days if they have a geographic position where they compete with other actors in the experience industry. Some floorball organizations seem to leave the responsibility to create a good ambience to the spectators and are not implied that they can influence the ambience themselves. Over the last few years, the number of spectators has reduced in most of the spectator sports in Sweden where floorball is just one example of the problem that was the basis for this study. This study showed that there are shortcomings in the service offerings and therefore future studies should focus on floorball spectators but also other sports in Sweden.